DB Export Beer: The Untold Story
Agency: Colenso BBDOClient: DB Breweries New ZealandProduct: DB Export Beer
Objectives
DB Export, once a mainstay of the New Zealand beer category, had been in decline since 2002.
The DB Export family of beers comprises 3 SKU's:
In the 1990's, Export Gold had been the #1 choice among drinkers – an easy drinking beer with a party personality and a 'let's go' price tag. But in recent years, NZ guys had come to demand credibility from their beer – authentic history, a passion for craft, or premium status.
The...